Combined with a the tagline, “smiles for all families,” which is an extension of the brand’s mantra “spreading smiles,” the multicolored logo illustrates manufacturer Pepperidge Farm’s “support of diverse family orientation,” said Brian Blanchard, vice president – US Snacks, Pepperidge Farm.
He explained that the campaign, which includes sponsoring five Pride parades across the country in New York City, Norwalk, Philadelphia, Cincinnati and Minneapolis as well as family-friendly events such as movie nights and picnics, is aimed at building “brand love.”
But it also is aimed at opening a dialogue with a quickly growing and increasingly important consumer segment: LGBT households with children, which Blanchard notes have increased in the US by 80% in the past 15 years and, in general, are “loyal and have strong purchasing power.”
Blanchard admits Pepperidge Farm hasn’t “been talking much to” LGBT households yet, even though the company along with Campbell Soup Co. are leaders in the LGBT workplace – scoring a 100 on the Corporate Equality Index and named by the Human Rights Campaign as one of the 2015 best places to work for LGBT people.
But, he added, Goldfish is a good place to start the conversation with these families given 44% of same sex households already purchase the brand, which is a higher concentration than the 40% of US households overall that buy the crackers.
The brand’s outreach to same sex families is part of a broader, recently launched social media campaign that is targeting Millennials households with the trending hashtag #ForAllFamilies.
The rainbow logo is not the only change Goldfish is introducing. It also is launching a line of snack crackers made from organic wheat.
“The new Goldfish Made with Organic Wheat varieties expand our offerings to meet the needs of America’s evolving young families, while delivering the same delicious taste children and parents have grown to expect from Goldfish,” said Blanchard.
While the fish may taste the same, there are some key nutritional differences in the levels of several vitamins and minerals, said Blanchard.
He explained: “Unlike most traditional flour, our organic wheat four is not enriched with certain vitamins and minerals. We have found in our consumer research that consumers who prefer to eat organic foods do not want the ingredients in their organic foods to undergo additional processing such as vitamins fortification and we’ve designed our Goldfish Made with Organic Wheat to meet the expectations of those consumers.”
As the popularity of organic options continues to grow in the US, the demand often is outstripping the supply. But Blanchard says the company has “gone to great lengths to ensure we have adequate supplies of raw materials available and we are confidence we can meet the expected consumer demand for these products.”
Finn finds a friend
Finally, the brand also will feature Disney Pixar’s “Finding Dory” in a special edition of its crackers this summer.
“This is a natural partnership for Goldfish and Finding Dory because the storyline of that movie is about Dory,” who is a blue fish, “learning about the meaning of family through a fun journey, which is inherent to Goldfish,” Blanchard said. “That’s what Goldfish are all about – connecting families through playful moments.”
The partnership also likely will score the brand best in class displays at preferred retailers as the cartoon and playful blue Goldfish crackers will help “decorate their store” and appeal to Millennial families, Blanchard added.
Even though some of the Dory fish are bright blue, the snack is made with all-natural plant-based colors – just like all other brightly colored Goldfish, Blanchard noted.
He explained: “As a brand that plays with color, we recognize this growing concern and continue to remind our loyal and potential new customer base that Goldfish is a wholesome snack that they can share with their families.”
While Dory will be front and center on these packs, Finn – the Goldfish mascot who wears shades – will still be a familiar face on the side of packs, Blanchard said. “Finn is our guy! There’s always room for Finn,” who is “still our confident, helpful leader.”